Social amplification : a mechanism in the spread of brand usage
Robert East, Mark Uncles, Jenni Romaniuk, Wendy Lomax
| Year of publication: |
February 2017
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| Authors: | East, Robert ; Uncles, Mark ; Romaniuk, Jenni ; Lomax, Wendy |
| Published in: |
Australasian marketing journal. - Oxford [u.a.] : Elsevier, ISSN 1320-1646, ZDB-ID 2194257-2. - Vol. 25.2017, 1, p. 20-25
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| Subject: | Social amplification | Transmission mechanisms | word of mouth | WOM | diffusion | Script theory | Virales Marketing | Viral marketing | Social Web | Social web | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Zusammenfassung in chinesischer Sprache |
| Other identifiers: | 10.1016/j.ausmj.2016.12.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011782245